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All Journal International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) International Review of Practical Innovation, Technology and Green Energy (IRPITAGE) Journal of Accounting Research, Utility Finance and Digital Assets (JARUDA)
Mariyudi
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Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Economics, Econometrics & Finance Education Energy Social Sciences Other

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THE EFFECT OF THE USE OF ARTIFICIAL INTELLIGENCE, PERSONALIZED MARKETING, AND CUSTOMER EXPERIENCE ON CUSTOMER LOYALTY (Case Study on the Spotify Digital Music Platform) Ulya Alfandi; Jullimursyida; Mariyudi; Adnan
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 12 (2025)
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v4i12.1175

Abstract

This study aims to analyze the influence of Artificial Intelligence (AI), Personalized Marketing, and Customer Experience on Consumer Loyalty on the Spotify digital music platform. The research was conducted at Universitas Malikussaleh, located in Bukit Indah, Muara Dua Sub-district, Lhokseumawe City, Aceh. The population in this study consists of active students of Universitas Malikussaleh who use Spotify, with a purposive sampling technique and a total sample of 120 respondents. Data collection was carried out through surveys using both offline and online questionnaires. The data analysis method used was Multiple Linear Regression, which included tests for validity, reliability, classical assumptions, t-tests, F-tests, and coefficient of determination (R²). The results show that simultaneously, the three independent variables have a significant effect on consumer loyalty. Partially, Artificial Intelligence has the greatest and most significant influence (β = 0.444; sig = 0.000). Customer Experience also has a significant effect (β = 0.251; sig = 0.001), while Personalized Marketing does not show a significant effect (β = 0.176; sig = 0.109). These findings indicate that Artificial Intelligence technology and good user experience play an important role in retaining Spotify users. This research is expected to serve as a reference for developing digital marketing strategies in the music streaming industry, particularly within the freemium business model like Spotify.
Co-Authors A Hadi Arifin A. Hadi Arifin Adnan Agustinawati Aiyub Yahya Bahri, Halida Chalirafi Cut Intan Julia Darmawati Muchtar Devi Andriyani Dian Pertiwi EM Yusuf Iis Farah Aidilla Heriyana Hijri Juliansyah Ibrahim Qamarius Ichsan Ikramuddin, Ikramuddin Jullimursyida Khairina Khairina AR M. Subhan Marbawi Matriadi, Faisal Mohd. Heikal Monica Juliani Sagala MUCHSIN Muhammad Furqan Naufal Bachri, Naufal Nur Faliza Nurul Fajri Puja Ramadhani Putri Aklima Rahma Yanti Br Damanik Rahmaniar Ratna Ristati Roro Shafira Rizka Amelia Safriani Saifuddin Sapna Biby Sarah Nurfadilla C Siti Nur Balqis Qhomaini Syarifah Safira T. Edyansyah, T. Edyansyah T. Erna Setianingsih Teuku Zulkarnaen Ulya Alfandi Wahyu Indra Jaya Wahyuddin Albra Yanita Yayang Tiara Yenni Nova Febrian Yulius Dharma